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"We share your information with our advertisers and other companies to help show ads that you might be interested in and to check how effective those ads are. This includes advertisers that want to advertise to you, agencies that help them do that, websites and apps that show ads, advertising technology partners that connect advertisers with places to show ads, and other companies that help us see how well our ads work."

Paramount shares user data with a broad ecosystem of third parties including advertisers, advertising agencies, social media companies like Meta, Snap, and X, business partners, and analytics providers — far beyond what's needed for core service delivery.

"We partner with companies, including data licensors and aggregators, advertising networks, data analytics providers, and other advertising partners, to help us track your activity across the Paramount Services, as well as Third-Party Services so that we can build a profile about you that helps us display personalized ads to you on the Paramount Services and other Third-Party Services."

Paramount explicitly tracks users across its own services and third-party services to build advertising profiles, using device identifiers, advertising IDs, cookies, and SDKs to link activity across devices and platforms.

"On certain pages of the Paramount Services, we use third-party tools to help us look at mouse movements, clicks, keystrokes, data or text entered, and the pages you visit. We collect and receive device IDs and other unique identifiers and online activity data using device-based tracking technologies such as cookies, pixels, tags, beacons, scripts, and similar technologies."

Paramount monitors keystrokes, mouse movements, text entered into fields, and collects device identifiers, MAC addresses, and advertising IDs — surveillance that goes well beyond what's needed for media streaming services.

"We also collect and receive device identifiers, such as IP address (including approximate location information), advertising ID, cookie ID, media access control (MAC) address, and other unique identifiers. When you visit our offices, we record your presence (including by security surveillance of our premises, including CCTV). We also record your presence if you attend a live performance or a taping of one of our programs as a member of the audience."

Paramount collects location data through IP addresses, derives approximate location, and uses CCTV at physical premises. Location data is also shared with third parties for targeted advertising purposes.

"We may update this privacy policy based on new technologies, industry practices, regulatory requirements, or for other purposes. We will let you know if these changes are material and, where required by applicable law, we will obtain your consent or provide an opportunity to object before such changes take effect."

Paramount reserves the right to change the privacy policy for broad reasons including 'new technologies' and 'other purposes,' with consent or objection opportunities only where required by law — meaning in many jurisdictions, continued use constitutes acceptance.

"We will retain your personal information for the time period reasonably necessary to achieve the purposes described in this privacy policy, or any other notice provided at the time of collection unless a longer retention period is required or permitted by applicable law. Once our relationship ends, we retain certain records (including your email address and details about your transactions) for an additional period of time to comply with our legal obligations in certain jurisdictions and to prevent fraud."

Paramount provides no specific retention timelines and retains data after the relationship ends for undefined 'additional periods.' The standard of 'reasonably necessary' is subjective and the policy gives no concrete deletion schedules.